Value Before Conversation
When we launched our free security assessment tools, the challenge wasn’t the tools themselves. The usecure gap analysis we use is genuinely enlightening. It asks thirty-six questions covering areas like Wi-Fi usage, password practices and security awareness, then provides a score showing where someone stands from a human firewall perspective.
The challenge was delivery. The manual process required us to contact prospects after the initial report was sent. We’d then log into the admin portal, create their account and trigger the gap analysis email. By the time they received anything useful, they’d already invested time and trust in a process that hadn’t demonstrated any value yet.
Automating Immediate Value
We built an API integration using Make that bypasses the manual workflow entirely. When someone completes a simple form with their name and email address, the automation creates them as a prospect in the usecure backend and immediately triggers the gap analysis email.
They click through, answer the questions, and receive a report showing exactly where they might be vulnerable. No waiting. No sales call. No pressure.
We receive a copy of the report too. If someone scores well, there’s nothing for us to add. If the analysis reveals genuine gaps, we can reach out with specific guidance rather than generic sales messaging.
Different Philosophy, Different Outcome
The standard vendor process is designed for sales campaigns. Send scary statistics about breach risks. Hope the fear motivates action. Follow up with product offerings.
Our approach starts differently because our goal is different. We’re not trying to generate immediate sales. We’re trying to generate interest and, more importantly, to start relationships.
Someone who discovers through their own assessment that they have gaps in security awareness is fundamentally different from someone who receives a marketing email about theoretical risks. They’ve identified something themselves. The conversation that follows is about solving their specific problem, not convincing them a problem exists.
When Vendors Say No
The automation we built doesn’t exist in the standard offering. When we initially explored whether these capabilities were available, the answer was no. Their process works well for traditional MSP sales campaigns, but it didn’t fit our specific use case.
So, we used their API to build something that did.
There’s a broader principle here about vendor limitations and MSP innovation. Each organisation approaches market needs differently. Our target markets respond better to demonstrated value than product pitches. Rather than accepting that our approach wasn’t supported, we built the capability ourselves.
Scaling Through Simplicity
The free assessment approach scales in ways that traditional sales campaigns don’t. We’re not asking people to schedule calls or commit to anything. We’re saying: here’s something useful, at no cost, that tells you something real about your security posture. If there’s a problem, you know where to find us.
That’s a fundamentally different proposition from “look at our products, are you interested?”
The automation means we can extend this offer broadly without creating operational bottlenecks. Every completed assessment represents a genuine insight for the person completing it, and a potential conversation for us, without requiring manual intervention at any stage.
Relationships Before Revenue
The gap analysis might show someone they’re well-prepared. That’s fine. They’ve still experienced our approach. If their situation changes, they know who to contact.
Or the analysis might reveal training gaps they hadn’t considered. In that case, we’re not cold-calling with a sales pitch. We’re following up on something they’ve already identified for themselves.
Either way, the relationship started with value, not with an ask. Everything else builds from there.
When you lead with genuine value rather than sales pressure, every conversation that follows is about solving problems people have already recognised for themselves.
Curious about your own security awareness gaps? Try our free assessment — no sales call required.
